ABSTRACT

This chapter discusses how service design helps a software company become more customer-centric and interconnected. The article aims to create a practical framework to guide the service-design practices of understanding, mapping and collaborating in an organisational setting. The cases will formulate and illustrate the strategic and tactical contribution of service design in service development and delivery, showing how it drives user-centric cultural change. The analysis of the best practices refl ects the opportunities of engagement models and feedback loops, outlining the need for more integrated service-design programmes.